The Cruise Insider Who’s Seen It All
Jo Pembroke has sailed over 150 cruises across six continents, developing the kind of practical cruise knowledge that only comes from real experience – not brochure research. She’s the cruise expert who’ll tell you which cabin categories to avoid, why some shore excursions are complete ripoffs, and which cruise lines actually deliver on their promises.
From Travel Agent to Truth-Teller
Jo established About2Cruise in 2004, initially as a traditional cruise travel agency. After years of watching clients get burned by misleading marketing and hidden fees, she made a choice: keep taking cruise line commissions to push their agenda, or start helping people make genuinely informed cruise decisions. She chose truth over profit margins.
Jo’s transition from commission-driven sales to honest cruise advice reflects About2Cruise’s core mission – giving travelers the real information they need to choose better cruises and avoid costly mistakes.
Real Cruise Experience That Matters
150+ Cruises Across Six Continents: Jo has sailed everything from luxury expedition ships in Antarctica to mass-market floating cities in the Caribbean. This breadth of experience means she can compare cruise lines, ships, and itineraries based on actual sailing experience, not marketing materials.
UK Port Expertise: Having sailed from Southampton, Dover, Liverpool, Newcastle, Edinburgh, Portsmouth, and other UK ports multiple times, Jo knows which terminals actually function efficiently, which ones are chaos, and what the real logistics involve for no-fly cruise departures.
What Jo Actually Knows
Ships and Lines Reality
- Which cabin categories have noise issues (and why cruise lines don’t mention them)
- How specialty dining actually works versus the marketing promises
- Which cruise lines consistently deliver value and which ones are floating disappointments
- Real differences between ship classes and what they mean for your experience
Port and Itinerary Intelligence
- Walking routes in European cruise ports that avoid tourist crowds
- Which shore excursions are worth the cruise line markup and which you should book independently
- Real logistics of getting around ports, including transport costs and timing
- Hidden gems in cruise destinations that aren’t in official excursion brochures
UK Departure Expertise
- Practical differences between UK cruise terminals and what to expect
- Why some UK itineraries work better than others
- Real advantages of no-fly cruising beyond the marketing speak
- Which UK departure ports to choose based on your actual priorities
Edinburgh: More Than Just a Favorite Port
Edinburgh holds special significance for Jo – not just as a cruise departure point, but as an example of how to properly explore a destination. Her recommendations for Edinburgh go beyond the typical Royal Mile tourist trail to include Arthur’s Seat climbs for spectacular city views and peaceful walks along the Water of Leith Walkway.
This detailed local knowledge reflects Jo’s approach to all cruise destinations – finding authentic experiences that cruise passengers can enjoy independently, without paying cruise line markups for generic tours.
The Walking Advantage
Jo’s membership in local rambling clubs has given her an unexpected edge in cruise port exploration. She understands how to navigate unfamiliar cities on foot, find scenic routes that avoid crowds, and identify practical considerations (like terrain difficulty, weather protection, and distance management) that matter for cruise passengers with limited port time.
This walking expertise appears throughout About2Cruise’s port guides, offering alternatives to expensive ship excursions and helping travelers explore destinations more authentically.
Professional Background
Jo maintains relevant travel industry certifications:
- ABTA Level 3 Certificate in Travel Services
- CLIA Master Certification (Cruise Lines International Association)
- ATOL Protection Certification
- FTO Membership (Federation of Tour Operators)
However, her value comes from practical sailing experience and honest assessment, not from selling cruise inventory.
About2Cruise Expert Team
Jo works alongside other cruise specialists who share the same commitment to honest cruise advice:
- Patricia Langford – Mediterranean cruise expertise
- Jasmine French – Polar expedition cruises to the Arctic and Antarctic
- Zoe Richards – Fashion design insights for cruise outfits
- Sofia Martinez – Caribbean, Asian, and Pacific cruise regions
Together, they provide comprehensive cruise knowledge that goes beyond marketing promises.
Why Jo’s Advice Matters
Unlike cruise reviewers who sail on press trips or travel agents motivated by commissions, Jo’s recommendations come from genuine cruise experiences and a commitment to helping travelers avoid common cruise industry pitfalls.
Her expertise spans practical cruise selection, realistic expectation setting, and independent port exploration – the combination that leads to genuinely satisfying cruise experiences rather than expensive disappointments.
Connect with Jo
Jo’s cruise insights appear throughout About2Cruise’s ship reviews, port guides, and practical cruise advice. Her expertise helps travelers understand what cruise lines don’t tell you and make informed decisions based on maritime reality rather than marketing promises.
For the latest cruise insights and honest advice, follow About2Cruise on Facebook, Instagram, and Pinterest.
A Message from Jo
“The cruise industry’s biggest problem isn’t bad ships or terrible food – it’s the gap between what they promise and what actually happens on board. My job isn’t to sell you a dream vacation; it’s to help you choose a cruise that matches reality.
I’ve walked enough ship decks to know which cabins flood during rough weather, eaten at enough specialty restaurants to tell you which ones are worth the upcharge, and explored enough ports to help you skip the tourist traps. The cruise industry makes money when you book anything. I sleep better at night when you book something that actually makes you happy.
That’s the difference between a travel agent and a cruise expert who’s chosen honesty over commissions.”


Here’s Jo enjoying a pint of beer on a cruise ship leaving from the UK.